Jordan Malara is doing something most people would never attempt: buying and repositioning boutique hotels with zero traditional hospitality background. And honestly? He's crushing it.

After serving in the military and cutting his teeth in short-term rentals, Jordan and his business partner took a leap and purchased the Adventure Inn in Durango, Colorado. The 27-room property had been sitting on the market for over a year, but Jordan saw what others missed: a chance to create something that truly reflects Durango's world-class outdoor culture.

The Adventure Inn now caters to mountain bikers, fly fishermen, rock climbers, and anyone drawn to Southwest Colorado's stunning landscape. Jordan added bike racks in the rooms, ski storage, a cedar hot tub for post-adventure soaks, and thoughtful touches that make guests feel like the hotel gets why they came to Durango in the first place.

In this conversation, Jordan shares his philosophy on hotels as ecosystems where culture, operations, and guest experience are completely interconnected. He talks about why he reaches out to local tourism boards to align on target markets, how he built team culture at smaller properties, and why he believes the future of hospitality is about fostering genuine human connection as the world goes increasingly digital.

His approach is refreshingly honest. He admits to making material choices he'd do differently, shares stories about hiring challenges (yes, including an employee who got arrested), and explains why he's willing to jump in and clean rooms even though he's terrible at folding linens.

Jordan's building something special in Colorado, and his willingness to learn, adapt, and stay true to creating authentic destination-driven experiences makes him someone worth watching in the boutique hotel space.

In this episode, we sit down with Elizabeth Mullins, President of Evermore Hospitality, who shares her remarkable journey from a five-year-old enchanted by afternoon tea at the Ritz Carlton to leading a revolutionary new category in hospitality. Elizabeth opens up about her 30+ year career spanning the Ritz Carlton and Walt Disney Company, and how those experiences shaped her approach to creating unforgettable guest experiences.

We explore the concept of "residential hospitality" and how Evermore is purpose-built for the growing trend of group and family travel. Elizabeth discusses the "architecture of memory," the importance of hiring people who are happy to serve, and why relational wellness (combating loneliness through togetherness) is the next big trend in hospitality.

Whether you're a hotel marketer, hospitality professional, or simply love great service, Elizabeth's insights on building culture, empowering teams, and creating rituals that guests remember for decades will inspire you to think differently about the guest experience.

Brandon Berkson turned a pandemic furlough into Hotels Above Par, a publication now reaching over 450,000 readers and championing independent boutique hotels that deserve recognition beyond traditional pay-to-play awards programs. In this episode, Brandon shares how he built a trusted editorial voice in hospitality media by maintaining strict standards, why personalization beats perfection in guest experience, and the three non-negotiables he looks for in every hotel review.

We dive into the inspiration behind the Star Awards, how small hotels with just four rooms can compete for recognition alongside major brands, and the underrated touches that create memorable stays. Brandon also reveals his favorite 2024 stay and what's next for Hotels Above Par in 2026.

Connect with Brando at HotelsAbovePar.com on IG @HotelsAbovePar and on LinkedIn - Brandon Berkson.

In this episode, we sit down with Brianna Sloan, Marketing Manager at Nimmo Bay Wilderness Resort, who started as a dishwasher 20 years ago and never left. She shares how this family-owned, fly-in resort in BC's Great Bear Rainforest has built a content strategy around authenticity, YouTube-first thinking, and genuine storytelling that keeps guests coming back for 28 years.

Brianna reveals how Nimmo Bay balances luxury service with rugged wilderness, why they choose micro-influencers over big names, and how pre-production planning allows them to shoot for multiple platforms in a single day. She also explains why being seasonal is actually a gift, giving the team time to iterate, gather feedback, and plan strategically for the next season.

If you're marketing a boutique property, working with limited inventory, or trying to move away from glossy perfection toward something real, this conversation delivers tactical insights on content creation, influencer partnerships, and why guest experience always comes first.

Connect with Nimmo Bay at nimmobay.com or follow along on YouTube and Instagram to see their storytelling in action.

In this episode of Foundry Talks, we sit down with Laurean Sahilices, founder of The Hotel Marketing Lady, to unpack what hotel marketing actually looks like beneath the surface. With 15+ years at luxury brands, Laurean shares why most hotels misunderstand marketing's role and how that's costing them revenue.

Laurean breaks down why vanity metrics don't pay the bills, how to plan festive seasons six months in advance (not in November), and why 90% OTA dependency should make any GM nervous. She also introduces practical frameworks for attracting the right guests at the right time on the right channels and explains why marketing foundations matter more than AI optimization.

If you're a hotel marketer drowning in tasks or a GM who thinks marketing is just social posts, this conversation will change how you approach revenue strategy. Laurean proves that when marketing is done right with clarity and strategy, it becomes the commercial engine that drives direct bookings and builds brand loyalty.

Connect with Laurean on LinkedIn or visit thehotelmarketinglady.com. Subscribe to Foundry Talks on Apple Podcasts and Spotify for more conversations with hospitality leaders shaping the future of travel.

In this episode of Foundry Talks, we sit down with Cory Falter, Partner at Lure Agency, to discuss why traditional B2B sales tactics are broken and what hotels and vendors should do instead. Cory shares the WINS method, a four-step framework that's helping his clients generate 5-20 qualified inbound leads per month by building trust before the pitch.

Cold calls, spam emails, and generic outreach no longer work. Buyers avoid sales until they're ready to engage, which means you need to meet them where they are in their journey. The WINS Method covers Website optimization with pricing transparency, Intel through organized data, Nurture with problem-solving content, and Sell through social selling.

One of the biggest revelations is how direct leads convert 10 times better than C-Vent leads. Direct website inquiries can convert at 20-50% because prospects have already self-educated through your content. Cory also shares that 50-70% of hotel business now comes from non-professional planners using Google and ChatGPT instead of traditional RFP platforms.

At the end of the day, hospitality is about human connection and trust. While AI and automation can streamline processes, they can't replace the relationship-building that closes high-ticket sales. If you're in B2B hospitality sales and feeling stuck on the RFP hamster wheel, this episode is your roadmap out.

Connect with Cory on LinkedIn or visit lureagency.com. Subscribe to Foundry Talks on Apple Podcasts and Spotify.

What if a single press release could generate over 1,500 citations across ChatGPT, Perplexity, and other AI platforms? Sarah Evans, Partner and Head of PR at Zen Media, reveals how she's reimagining press releases for the AI era and why hotels need to act now.

Sarah shares the exact framework that transformed her results from zero ChatGPT leads to 3-5 per week. The secret? Stop writing for journalists and start writing for large language models. She breaks down the anatomy of an AI-ready press release: ditch dates, add schema markup, create FAQ sections based on actual search queries, and never link to your homepage.

Key insights include why you should send press releases every 28 days (AI models literally forget you otherwise), how to structure headlines around your prompt universe, and why syndication pickups that PR pros dismissed now signal credibility to AI.

Sarah explains the dual pathway approach: one traditional release for media, one AI-optimized for LLMs. She reveals why not all wire services work with AI platforms, how to audit your website for AI readiness, and why your highest authority page should be your press release link.

Plus: measuring results through prompt universe tracking, understanding answer share, and positioning your hotel to show up when travelers ask AI where to book. If you've wondered whether press releases still matter or how to prove PR ROI, this episode delivers concrete answers with real data.

Find Sarah's GenAI Press Release GPT and connect with her on LinkedIn at https://www.linkedin.com/in/prsarahevans/. Learn more at zenmedia.com.

What happens when three co-founders sit down to reflect on 20 episodes of hospitality industry conversations? In this milestone episode, Rachel Stojanovski reunites with Derrick Hales and Trey Evans, her guests from episode one, to unpack the biggest learnings, surprises, and patterns that have emerged from their conversations with hospitality leaders.

Discover the common threads running through every guest interview, what's genuinely surprised the founders about the current state of hospitality marketing, and get an exclusive sneak peek at findings from the upcoming 2026 industry report. If you're a hotelier, marketing professional, or anyone working in hospitality, this behind-the-scenes look at the conversations shaping the industry offers valuable insights you won't want to miss.

Hosted by Rachel Stojanovski with co-founders Derrick Hales and Trey Evans.

In this episode of Foundry Talks, Rachel sits down with Christine Malfair, consultant, coach, and founder of Malfair Marketing. With a background as a hotel general manager, Christine has lived the reality of stretched teams and endless marketing shoulds. She now helps hotels cut through the noise with lean marketing strategies that focus on what truly works. Together they explore why OTA dependence costs more than just commission, how to turn first-time guests into loyal ones, simple ways to remove friction from the guest journey, and how hoteliers can find clarity and focus in an overwhelming landscape. If you have ever felt the pressure to do more with less, this conversation will give you a roadmap to smarter, more sustainable hotel marketing.

What makes guests return to Alisal Ranch year after year? Lia Carhartt, Director of Marketing, explains how the 10,500-acre, family-owned property minutes from Solvang creates an emotional connection through authenticity, nostalgia, and simpler times, without sacrificing modern comfort. Lia walks us through a thoughtful brand refresh that elevated Alisal’s luxury profile while staying true to its Western roots, and how “sense of place” shows up in everything: native-plant bath amenities, partnerships with local wineries, and menus grounded in the Central Coast.

We also unpack programming that drives both bookings and loyalty with deeper conversation on BBQ Bootcamps, women’s retreats, wellness weekends, and festive activations like a Hanukkah dinner, alongside a varied playbook for UGC and influencer trade stays. Finally, Lia shares how cross-department buy-in, guest surveys, and engagement metrics measure success, and why spring is the season that captures Alisal at its green, wildflower-studded best.